Google has launched the Digital Growth Initiative, offering three free support programmes focused on digital marketing training, advertising credits, and access to microloans. Eligible online platforms such as some e-commerce websites, travel and booking sites, and app developers can apply to join the program.

Ads Academy for Digital Skills Training  

An Ads Academy was launched in collaboration with Upskill which is adjunct to the initiative. This is a bootcamp-style marketing training program focusing on digital advertising and marketing skills.

The training covers:  

• Ad optimisation techniques 
• Marketing strategies customised for applications and platforms  
• Business growth strategies.  

Google mentions that the program has custom mentorship for:  

• 6 months for online platforms  
• 3 months for app developers.

Participants will be mentored by industry professionals and learn from real-life case studies. The training is structured as workshops to reinforce the hands-on application of primary concepts using Google Ads credits.  

Ad Credits Programme to Boost Online Visibility  

Google states that the newly launched Ad Credits Programme is intended to support digital innovation within South Africa. The program helps businesses reach specific target audiences, expand to new business regions, and sharpen their competitive edge.  

These credits can be used on advertising formats like Search Text Ads and Universal App Campaigns. The Ad Credits Program with Google will free advertising funds and allow budget funds to reserve other critical business needs like product development or team growth.

Ads Support Using Credits  

Google is providing online promotion help to businesses via advertising credits. Businesses are able to use these credits on Search Text Ads and Universal App Campaigns, helping them:  

• Target specific audiences to improve their visibility.  
• Take advantage of new market opportunities.
• Cut down on spending which can be helpful in product development or team assistance.  

Microloans for Investment Purposes  

The other part of this initiative is the access to microloans without interest, administered by Thundafund, a local crowdfunding entity. The funding is intended to assist South African businesses to make crucial purchases or investments such as:  

• New equipment.
• Professional memberships.  
• Software tools.  

These funds are aimed at enabling small businesses to expand, enhance their operations, and strengthen their competitive edge in the digital economy.  

Application details  

The program accepts applications from eligible businesses that are based in the online ecosystem in South Africa. This tends to include developers, e-commerce businesses, as well as digital platforms seeking to grow through systematic guidance and instruction.